Pamela Butler Channel knows how to make a business work. She knows how to evoke a sense of home and how to craft an atmosphere that encourages people to create beauty and coziness at home.
In her new pop-up shop opening Oct. 1, Butler Channel will use those skills to broaden her business to a third distinct brand.
Nest: Adorn, which will inhabit 514 S. Eighth St. from Oct 1 to Dec. 31 will expand on the theme she’s established at her primary store, Nest, at 823 N. Eighth St., into wearables such as loungewear, scarves, handbags, accessories and more.
Nest, which opened in 2002, is a home store featuring tableware and kitchen items, home décor, lighting and more. It has always included a small amount of wearable inventory as well, but Butler Channel’s customers wanted more. Space, however, has always been an issue and that is a problem the pop-up shop will solve.
The pop-up shop is a temporary establishment of local businesses looking to expand or open a storefront to supplement online efforts. Its purpose is twofold: give those businesses the help they need to open up a shop and test the market and to fill up some retail space that’s sitting empty. It is a project of the Harbor Centre Business Improvement District.
Butler Channel has long been an active member of the BID and said she hopes the pop-up shop will give her loyal customers a little something extra.
“Nest, even the word creates the idea of a little home, a little haven, someplace you feel safe, someplace that feels like you,” Butler Channel said. “That’s certainly why I opened the store in the first place, and I think the wearables plays off of that. We carry a lot of handmade items, a lot of custom work, a lot of special orders. Wearables fit right into that because it will all be handmade. We’re just trying to put something out into the community that’s different and that they’re not going to find anywhere else.”
Butler Channel had a couple of careers before opening her store in downtown Sheboygan, including working as a writer and an art gallery manager With a design background, Butler Channel has also embarked on an interior design business that is a companion business to Nest, which makes Nest: Adorn the third business in the brand.
Her customer base is regional – she draws repeat business from areas such as Mequon, Madison and beyond, and she markets her business throughout the Midwest. There are few home stores like hers in Wisconsin – in Door County, Appleton and Milwaukee – so she has found a niche that works well for her unique vision.
With 10 employees at her primary store, Butler Channel intends to hire three additional employees to work in the pop-up shop. Though she isn’t actively looking to open a permanent space for Nest: Adorn, the pop-up shop will allow her to test the market.
“If it did well, if it had great reception and we were bowled over, we could keep doing it,” she said.
In the meantime, the pop-up shop is another opportunity for Butler Channel and Nest to buck the trend retail is taking.
“For people who care about true quality and care about who is making their things, we offer that,” she said. “We’re here for people who still like to shop locally in stores, touch things, educate themselves about the process – that’s what we’re all about in a world that’s going very much in the other direction.
We’re still doing that. We still believe in the process.”To promote her pop-up shop, Butler Channel will utilize social media and targeted advertising as well as trunk shows by designers, artist openings and “try-on parties.”